Virgin Mobile has announced that it will sponsor the ninth series of Big Brother, which airs in the summer.
Last year, Virgin Mobile sponsored Big Brother 8 and earlier this year it sponsored Big Brother spin-off programme Big Brother Celebrity Hijack.
Virgin Media’s managing director of marketing and brand James Kydd said: ‘Big Brother is a ratings powerhouse, it is a perfect fit with the Virgin Mobile brand, and the audience it delivers includes many of our customers and staff.
‘When it’s not being broadcast on Channel 4, we look forward to keeping fans up to date via our mobile, TV and web portal platforms.’
New sponsorship idents are being created for the show primarily featuring Virgin Mobile, but also showcasing other Virgin Media services.
Channel 4’s head of sponsorship David Charlesworth added: ‘We’re delighted to have Virgin back on board for BB9. Virgin Media are perfectly suited as they offer multi-platform opportunities that help satisfy consumers' insatiable appetite for all things Big Brother.’
Virgin Mobile snapped up the sponsorship rights for the programme after Carphone Warehouse ended its association with the show following allegations of racist bullying.